Gartner Research

Rethinking Personalization for Maximum Impact

Published: 04 October 2018

ID: G00703690

Analyst(s): Marketing Research Team

Summary

Marketing leaders are heavily invested in scaling personalization. Rather than focusing on building one-to-one capabilities, our research exploring consumer perceptions of personalization suggests a different, more scalable approach to high-impact personalization.

Table Of Contents

A Long Road Ahead to Personalization at Scale

Striving for One-to-One

A Costly Complex Endeavor

In Search of Answers

Key Observations From our Consumer Panel Study on Personalization

Punished for Irrelevance

Risky Business

A Double Bind

2 Categories of Perceived Brand Intent

The Value of Help Me

The Amplifying Effect of “Prove You Know Me” Personalization

Restraint Needed When It Comes to Tailored Help

Implications

Conclusion

Recommendations

Recommended by the Authors

About This Research

Endnote

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